| When you have been in the
business of branding and communications as long as we
have, you collect and create a lot of ideas. We would
like to share some useful learning with you. |
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A sound brief helps in the process
of creating communications that achieve corporate objectives.
Here is a guide to preparing the perfect communications
brief. It can be used for all types of projects including
those that are selling tangible products as well as intangible
services and by different types of companies including
those selling to consumers as well as to businesses. |
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In traditional marketing practice
there has been a disconnect between strategy and creative.
The methods used to link strategy and creative have been
dependent on research, which is difficult to interpret,
and personal judgement that can be inconsistent. This
document discusses the issues and suggests how the usual
questions of, “Is it on strategy?” and “Is
it creative?” can be used in more sophisticated
ways. |
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How can market research help in
the development of successful brands? How reliable is
it? Can it bring certainty to communications initiatives?
Here is a downloadable paper that answers these questions
and outlines why market research is so often misunderstood
and how it can be used effectively. |
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Here is a resource that will help
you evaluate marketing communications more confidently.
It can be used for marketing communications of every sort,
including advertising, packaging, promotions, and online
communications. |
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Here is a 9 minute internet video
that illustrates how advertisers need to innovate constantly.
Just because a technique has proven effective in the past
is no guarantee that it will be effective in the future. |
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Click on the PDF link to get the
transcript from a discussion about the Canadian agency
scene. Taking part were: Nancy Vonk, Chief Creative Officer
at Ogilvy & Mather; Mariano Favetto, Creative Director
at Saatchi & Saatchi; Terry O’Reilly, Partner/Producer
at Pirate Radio & Television and Tom Beakbane, President
of Beakbane. |
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An article by Tom Beakbane discusses
why metaphors based on “markets” lead to ineffective
communications. |
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An article that discusses the
work of market statistician Andrew Ehrenberg and why traditional
views of “brand metrics” are not reflective
of market realities. |
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A promotional site for a book
written by Tom Beakbane. The book explains how recent
developments in the mind sciences, linguistics and mathematics
help us understand communications and human behavious
in entirely new ways. The book is due to be published
in 2006. |
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This is a useful resource that
Beakbane conceived and developed, which includes a database
of the best marketing-related websites. |
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An interview by Ignacio Oreamundo
with our president, Tom Beakbane, covering everything
from the Cote d’Azur to advertising industry dogma. |
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Package design is just one form
of marketing communications, in essence no different from
others. Its effectiveness is crucial for the success of
packaged goods products. Bad design will result in certain
failure. Here is a discussion of a product that we launched
in the ‘90s. |
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